The problem is a common one: a shopper arrives on your website and browses your products, they see something they like, they add it to their basket …
… and then they disappear, never to return.
The phenomenon of cart abandonment is one you will be well aware of if you operate an online store.
In fact, 68.81% of shopping carts are abandoned online.
It happens because:
But while you won't know why they abandoned their carts, you can definitely do something about it.
This is where the cart abandonment email comes in.
I am not the best example when it comes to a typical email reader.
I open every email that lands in my inbox. I don't use Google's system of separate tabs for Primary, Promotions and Social emails.
My inbox is a to-do list of sorts. I get edgy when emails remain in the inbox unread. It means there is something to be dealt with.
Inbox Zero is not something I celebrate, but the daily norm.
And yes, I know very well that I am something of a novelty (or a freak?). For the vast majority of people, Inbox Zero remains something of an urban legend (“My friend's cousin once had nothing in her inbox…”)
And they most certainly do not open and file away every email they get.
I know that because I send emails to them. My clients send emails to them. And these emails never get opened all of the time.
In most email inboxes, chaos reigns.
Emails mean work. They battle with tweets and WhatsApp posts and SnapChats, which have the double bonus of being shorter and more interesting.
What happened to all those hilarious email forwards I received on a daily basis? I haven't seen one in years.
With everything else going on, with all those work emails to answer, all those hilarious social media posts, emails have a tough job.
Getting your marketing message out there by email, getting it read and getting people to act on it is a challenge up there with Leicester City challenging for the Premier League title.
But, just like Leicester City, great things are possible when you get the formula right.
The right offer. The right copy. The right subject line.
And, most importantly, when you are consistent.
Sending consistently good emails is one of the most important elements of success in any email marketing campaign.
Leicester City only won the Premier League because they were consistently good. You will only win with email marketing when your emails are of a consistently high quality.
But whatever the contents of your emails, there is one thing standing in your way to them getting read: first they have to be opened.
And to be opened, they have to get noticed by standing out from a chaotic wall of subject lines all screaming for attention.
And that means your subject lines have to stand out and inspire the recipient to open them.
In fact, 35% of email recipients will open the email based on the subject line.
So how do you go about writing subject lines that get your emails opened?
I receive a lot of emails (who doesn't?)
Even discounting all my work-related emails, I still receive a lot of marketing emails from various lists I have signed up to over the years.
But while most of these are either deleted or ignored, there are a few I will always open – often as soon as I see them in my inbox.
Because they 'get' it. The senders 'get' email marketing. The people behind the emails know that they provide enough value that I am always going to at least open the emails and scan through them, just in case I am missing out on something good.
And that's it – the 'secret' behind getting more of your emails opened: make your subscribers look forward to receiving them.
Let me ask you a question: How many promotional emails do you actually read? How many arrive in your inbox and make you think: "Yes! I cannot WAIT to read that."
Very few, I'm sure.
But some do … and these are where you need to start your research. What is it that these emails do that others do not?